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By John Glenday | Reporter

February 1, 2021 | 3 min read

You may not be anywhere near the office water cooler right now, but we still want to spotlight the most talked about creative from the brands that should be on your radar. Today, The Drum relays the story behind Lenny Kravitz’'s Super Bowl ad for Stella Artois in which the singer urges listeners to savour every beat of the heart.

Anheuser-Busch’s Stella Artois is set to leverage its sponsorship of the NFL to bowl over the public by inviting singer Lenny Kravitz to headline its Super Bowl ad.

’Heartbeat Billionaire’ encourages viewers to ’invest’ every heartbeat of life in ’unscripted nights, last-minute plans and good times spent laughing and loving’ – all with a cold glass of Stella Artois in hand.

Explaining the approach Lara Krug, vice-president of marketing at Stella Artois, said: “Over the last year, many of us have found the value of investing our heartbeats and time in each other and discovered all kinds of new ways to come together safely to make memories.”

“Well into the new year now, we want to inspire everyone to keep hedging their bets in shared moments together, so we’re taking the campaign to an exceptionally poignant platform that has long brought people together, Super Bowl LV.”

The emotive tie-up will see Kravitz deliver a heartfelt message of love to audiences this Sunday, belting out a rendition of his classic song It Ain’t Over Til It’s Over, with a poetic ballad dedicated to beer.

Kravitz remarked: “This life is short, and while we’re all given the opportunity to live through 2.5 billion heartbeats, each one is special and should be treated as such. It’s a very powerful message and it comes at a very special moment for everyone to pause and marvel at life’s true riches – our time with each other.”

The film will be backed up by a nationwide out-of-home campaign imparting ‘investment‘ advice by juxtaposing dry business meetings with illustrations from The Life Artois.

Focused on the small moments in life, Stella Artois state that the greatest rewards come from opening your window to a neighbour, sharing a meal with someone or enjoying a night out together.

This activity will be supported by social media with the brand‘s Twitter page encouraging others to get involved by tagging friends you wish to invest in for the chance to win a complimentary round of beers.

Running through to March the ‘Invest Your Heartbeats In The Life Artois‘ marketing initiative will appear on television, online, social and OOH.

Stella Artois‘ Super Bowl embrace marks a risky bet that the game can maintain public interest at a difficult time for events with major brands including Coca-Cola, Ford and Hyundai all opting to sit on the sidelines this year.

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